Staff Spotlight: Matt Grossman

Matt Grossman brings strategic finance experience and a passion for leadership to launch Keiter’s Client Accounting & Finance practice

Matt Grossman brings a blend of investment banking rigor, corporate development experience, and hands-on CFO leadership to Keiter. As the Managing Director of the Firm’s newly launched Client Accounting & Finance practice, he’s focused on building a high-performing team of fractional controllers and CFOs, and on coaching clients and colleagues to long-term success.

Early career

Born and raised in Cleveland, Ohio, Matt came to Virginia to study economics at the University of Virginia. After graduating during a tough job market, he worked briefly at the U.S. Department of Housing and Urban Development. Next, he joined a small investment banking firm, where he learned to “figure it out”, doing everything from analytics to compliance, and even fixing the fax machine. He later earned an MBA in finance from Wharton, adding formal finance and accounting coursework to his transaction experience. A summer in a New York Mergers and Acquisitions group exposed him to large deals, but he found his passion in serving middle-market, often family-owned businesses, the same profile many Keiter clients share.

From dealmaker to strategic finance leader

In Richmond, Matt spent 13 years advising middle-market clients, first returning to his original firm, then at Davenport, before moving in-house to corporate development at MeadWestvaco. There, he led buy-side and sell-side transactions and, crucially, learned how acquisitions integrate across HR, IT, payroll, insurance, and operations. That broader systems view paved the way to a divisional CFO role overseeing $750M in revenue across 13 locations in nine countries. In that seat, he built financial discipline, managed cash flow, and, most importantly to Matt, developed people. “The best leaders clear the pathways for others’ success,” he says. After a merger narrowed his responsibilities to financial planning and analysis, he realized how much he missed coaching and organizational leadership.

Building from scratch, and lessons for launching a new practice

Matt next became CFO of a $250M spin-off from Southern States, starting an accounting and finance team from the ground up. That experience sharpened his views on the market’s most persistent constraint: talent. Recruiting, developing, and retaining strong finance and accounting professionals is hard, and exactly why fractional leadership can be so valuable to growing companies. Those lessons directly inform how he’s shaping Keiter’s Client Accounting and Finance practice: recruit for potential, coach for impact, and deliver measurable value for clients.

Finding Keiter

Matt’s connection to Keiter goes back a long way. He nearly worked on a transaction with Carol Hurst, Director of Keiter and Keiter Advisors, years ago, crossed paths with many Keiter partners through Association for Corporate Growth (where he served as president), and even played Monday-night basketball with Managing Partner Gary Wallace. When Gary and the executive committee explored a new practice area, Matt completed a six-to-eight-week market assessment using a “playing to win” strategy framework, complete with a financial model and a partner survey. The results confirmed strong client demand, cultural alignment, and firm commitment. “We wanted to play to win, not just participate,” he says. The team also aligned on the biggest challenge ahead: attracting great talent.

Leading the Client Accounting & Finance practice

The Client Accounting and Finance team will provide fractional controller and CFO services, partnering closely with clients to improve financial visibility, decision-making, and execution. Our advisors will also offer Accounting & Finance Advisory for smaller ad-hoc projects. Matt’s vision is both focused and firm-wide: do the controllership/CFO work exceptionally well and serve as a conduit to other Keiter services (valuations, tax, transaction advisory, and more) when clients need them. The goal is to ultimately make Client Accounting and Finance a meaningful part of Keiter’s business.

Leadership philosophy

Matt leads with authenticity, accountability, and grace. He believes in aligning on goals, explaining the why (not just the what), and “holding people accountable in a way they sign up for themselves.” For Matt, that starts with truly getting to know people and understanding their capabilities, so he can help to clear the pathway for their success. He uses metaphors and practical tools to help people understand what they’re trying to accomplish, and he is passionate about unlocking untapped potential, helping people gain greater skill and confidence. A favorite saying: “Ego gets you in trouble and pride keeps you there.” It’s a reminder to seek help early, stay coachable, and stay focused on outcomes.

Outside of work

When he’s not focused on clients or building the Client Accounting and Finance practice, Matt is a devoted fan of Cleveland sports and UVA teams, enjoys playing golf, and spending time with family. He particularly looks forward to long walks on the weekends with his wife and their dog, where he has a chance to unwind, enjoy nature, and appreciate their time together. Matt and his wife love to travel and visit their children, their daughter is in New York, where they recently celebrated their grand puppy’s first birthday, and their son is in Northern Virginia and newly engaged.

What’s next

Matt is excited by the opportunity to serve clients while mentoring the next generation of finance leaders at Keiter. CAF will differentiate itself by first understanding a client’s business and strategy and then building a roadmap for the accounting and finance department comprised of value-added initiatives. He’s realistic about the work ahead, recruiting great people, and confident in Keiter’s culture, resources, and relationships to build something enduring: a client-centric Client Accounting and Finance practice that helps businesses grow, compete, and win with greater financial clarity and confidence.

Keiter is your firm for career development and relationship building. To learn more about a career at Keiter, view our current entry-level and experienced positions.